Your goals may change as your business develops but with every KPI, they need to be measured and recorded.

It’s what you do with this information that enables you to calculate your ROI.

Prioritise your efforts in business areas that require the most attention. The easier and quicker you solve these, the more effective your content marketing becomes.

Your ROI Report

Check out this step-by-step marketing funnel, from Hubspot. It’s a really easy method to follow to turn a visitor into a customer.

It is a four step process:

Step 4, ‘Delight’, is pretty self explanatory and is where we are all aiming to get to.

But let’s break down each of the other steps to see how you should be constructing your ROI reports.

Attract

Attracting visitors falls within the SEO scope. Effective on page optimisation and technical SEO is how potential customers will find your website in the SERPs.

The KPIs you need to be measuring at this part in the funnel should focus on organic traffic. Your ROI reports should show how your webpages and content marketing is ranking in the SERPS and how much traffic they are generating.

Organic traffic is not a goal; it’s a measurement to determine how many leads you are generating, which is the goal.

High quality content is a sure fire way to get the audience you need to your website. The better the quality, the more authority you have in the field, boosting organic traffic.

Another part of the Attract step is tracking keywords. You must be able to track your position for the most competitive keywords or your rankings will slip.

Your reports should be looking to collect information on how your visitors turn into conversions. Two of the most popular and effective methods are opt-in email participators and of course, the people who fill out your enquiry forms.

If people are not signing up, you’re not going to see any results in the near future.

However, once you start getting a good flow of leads into the system, you can make sure this continues. If there is large drop off in leads, you can easily go back and find out what changed.

If we look at the email opt-in list as an example, if for some reason participation falls, it would be worth looking at how you are interacting with the list.

It could also be something to do with any website updates you have implemented. Little changes can make a big difference.